Nicotex as an NRT (Nicotine Replacement Therapy) brand enjoys high awareness in the category, but low on consideration. It also operates in one of the most challenging space when it comes to communication. Firstly, it aims at addressing an addiction and changing user habits and mindset, which is an up-hill task by itself. Secondly, smokers have very little faith in NRTs.
Whether it's the Public Awareness Campaigns or competition within the category, the traditional 'Quit smoking' communication highlights the ill-effects of smoking. They tend to be preachy and often resort to gory images.
Every smoker knows the hazards of smoking but the addiction is so fierce that they turn a blind eye to such messaging.
Giving up Smoking is the easiest thing in the world, because smokers have done it thousands of times.